The objective of this study was to investigate the relationship between consumers’ purchasing consciousness and the purchasing price of beef, using the results of an internet questionnaire survey focused on female consumers. The following three factors were obtained from the analysis: (1) intrinsic quality value, which is associated with the physical and physiological characteristics of the beef itself, (2) extrinsic quality value, which is associated with socio-economic factors such as information about the famer, brand, and origin, and (3) the display value of the date such as expiration date and packing date. The results of the structural equation modeling (SEM) analysis showed that the purchasing price of beef is influenced by two factors: the “extrinsic quality value” and the “display value of date.” The former had a positive effect, while the latter had a negative effect, on the purchasing price of beef.
